Smartvisit Group Appoints Rachel Nettle as President to Lead U.S.

1 July, 2025

FOR IMMEDIATE RELEASE

Smartvisit Group Appoints Rachel Nettle as President to Lead U.S. Expansion and Global Strategy. 

Tourism tech innovator reinforces global momentum with seasoned leader opening new U.S. hub.

Miami, FL – July 1, 2025 – Smartvisit Group, the global destination engagement platform transforming how travelers experience the world, today announced the appointment of Rachel Nettle as President of Smartvisit Group. Based in South Florida, Nettle will lead the company’s strategic expansion into the U.S. and beyond, guiding operations, partnerships, and business development at a time of accelerated global demand for Smartvisit’s innovative tourism platform.

Nettle joins Smartvisit following more than 12 years with Emirates Group’s dnata Travel Division in Dubai, where she most recently spearheaded the growth of priohub and Arabian Adventures’ B2C business. From M&A and corporate development to digital transformation and in-destination experiences, her mark on the region is unmistakable - driving innovation, scaling platforms, and nurturing high-performing, resilient teams. Rachel Nettle says “I’m honoured to be appointed President of Smartvisit Group, a company redefining how destinations connect with travellers through innovative, digitally enabled experiences. As global tourism undergoes rapid transformation, I look forward to shaping the strategic direction of Smartvisit’s expansion- empowering our partners to unlock new value, scale more impactful visitor experiences, and future-proof their engagement models. Establishing our U.S. base in Florida is not just a move, it’s a launchpad. I’m energised to build and lead a high-calibre team that will help drive Smartvisit’s next phase of growth and influence in the destination experience space.” "Rachel brings a bold, values-led approach to leadership," said Ryan Rieveley, Co-Founder and CEO of Smartvisit. "Her impact across roles in Dubai shows her ability to lead with empathy, execute with precision, and inspire loyalty - all while advancing major business transformation. Her appointment reflects our belief in building teams that not only deliver outcomes but change the game. Rachel’s extensive experience and leadership in digital and distribution platforms make her uniquely positioned to advance our global presence and deepen engagement with tourism partners."

Rachel Nettle

Smartvisit has rapidly become the go-to solution for tourism operators and destination marketers seeking to enhance visitor experiences and unlock new revenue streams, with the company’s momentum accelerating across continents.